Type and Consumption Goal Congruence
نویسنده
چکیده
We examine whether the use of consumption goal congruent messages in advertising leads to increased communication effectiveness. Consumption goal congruent messages resulted in more favorable attitudes toward the ad and brand than goal incongruent messages for products associated with utilitarian consumption goals, but not for products associated with hedonic consumption goals. The latter result is driven by differences in product knowledge.
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تاریخ انتشار 2004